The deal provides a platform answerable for over 30bn impressions and 90,000 playable advertisements
The purchase marks Tamatem’s shift from writer to full-stack video games platform
Subsidized by way of Sq. Enix and Krafton, Tamatem is scaling past MENA into international markets
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MENA writer Tamatem has received Istanbul-based Playable Manufacturing unit in a transfer that sees the corporate step into the advert tech area.
The Jordan-based writer stated the playable advertisements platform has powered over 90,000 interactive advert reviews for international gaming shoppers with greater than 30 billion impressions.
The deal marks what Tamatem is asking a brand new segment for the corporate as an AI-first gaming platform. It now employs 180 group of workers throughout Amman, Riyadh, Abu Dhabi, Cairo, Istanbul and Baghdad.
The corporate showed to PocketGamer.biz it has additionally not too long ago raised $10 million in a brand new investment spherical led by way of Subsequent Ventures, with participation from strategic buyers together with Sq. Enix and Krafton.
The company plans to take a position additional into AI and advert tech, in addition to scale its operations. So far, Tamatem has raised $25m in overall.
“At Tamatem, we’ve always been focused on growing and scaling mobile games in emerging markets, particularly the Arabic-speaking world,” Tamatem CEO Hussam Hammo advised PocketGamer.biz. “Because the business evolves, person acquisition and monetisation are changing into more and more pushed by way of extra enticing and data-driven codecs.
“Playable advertisements take a seat on the intersection of gaming, promoting, and person enjoy. They’re one of the crucial efficient codecs for each obtaining and conserving customers, and we see them as a herbal extension of our core industry.
“Playable Factory stood out to us as one of the leading platforms globally in this space, with strong AI-driven technology and a highly experienced team. This acquisition allows us to vertically integrate a key part of the value chain, moving from being purely a publisher to becoming a more comprehensive gaming and adtech company.”
Continous enlargement
Hammo stated the purchase would enlarge its talent to ship extra related and tasty reviews to Arabic-speaking audiences. Because it used to be based in 2013, the writer has accrued greater than 300 million downloads throughout 70 localised video games with over 3 million per thirty days lively customers.
“By combining Playable Factory’s technology with Tamatem’s deep understanding of local culture, language, and player behaviour, we can significantly improve how games are introduced and adapted for the region,” he stated.
“It also allows us to support global developers looking to enter the Arabic market with more effective, localised user acquisition strategies.”
Because it shifts to develop into an AI-first industry, Hammo stated the corporate is actively integrating the tech throughout a couple of spaces of the industry. This comprises content material localisation, person acquisition optimisation, inventive era, and, with Playable Manufacturing unit, the advent and optimisation of playable advertisements at scale.
“AI is fundamentally transforming how games are built, marketed, and optimised. From automating parts of game development to personalising user experiences and improving ad performance, the impact is already significant and will only accelerate,” he stated.
“We believe companies that effectively leverage AI will have a strong competitive advantage in the coming years, and we are positioning ourselves accordingly.”
Tamatem took house 3 accolades on the MENA Video games Trade Awards 2025, hosted on the Dubai GameExpo Summit powered by way of Pocket Gamer Connects. The corporate received Easiest Writer, MENA Recreation of the Yr and Easiest Arabic Localisation.
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Further reporting by way of Craig Chapple.
